The ASA said that the advert was likely to put emotional pressure on people and added: “We considered that the ad’s references to possible food shortages and the stockpiling of food were likely to play on some people’s concerns regarding Brexit, including financially vulnerable consumers who were already struggling or worrying about their financial situation.”

The ASA ruled that the advert must not appear again in its current form.

“We told Peachy to ensure future ads did not send an irresponsible message about debt to readers,” it added.

In response, Peachy said it would abide by the ruling not to use the advert any more and would ensure it “considered public sensitivities more thoroughly”.

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